Ask your sales team what it means to "win." Now ask your marketing team the same question. Are their answers the same? Joe McNeill, the Chief Revenue Officer of Influ2, a person-based advertising platform for B2B companies, would bet on no, and it's this discrepancy that he believes is the key blocker for sales and marketing alignment at companies today. That's why Influ2 created Buying Group Marketing (BGM) - a new way to focus on all the people that matter in a sales process. On this episode of Revenue Talks, Joe tells Katie what exactly Buying Group Marketing is, how it can improve a company's go-to-market alignment, and he explains how BGM can co-exist with, and enhance, an ABM strategy. Like this episode? Let us know by leaving a review! You can connect with Katie on Twitter @KatieJfoote, @DriftPodcasts, and Joe on LinkedIn.